Lse2 armstrong mai10e-ppt_dynamic_03


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  • Notes to Accompany Slide: Members of the microenvironment help marketers build relationships with customers.
  • Notes to Accompany Slide: These are the functional areas of a company which are important to align with marketing goals.
  • Notes to Accompany Slide: Supplier problems such as shortages can seriously affect marketer’s goals and customer relationships.
  • Notes to Accompany Slide: A company must gain strategic advantage by offering more value and positioning their offerings strongly against competitor offerings.
  • Notes to Accompany Slide: Publics include financial, media, government, citizen-action, and local publics.
  • Notes to Accompany Slide: Generational marketing is often used when designing separate product and marketing programs for each market. The next slide prompts discussion about the difficulty of this
  • Notes to Accompany Slide: More women are working then ever before creating opportunities for marketers.
  • Notes to Accompany Slide: About 33 percent of U.S. residents move each year. There is a move from rural to urban.
  • Notes to Accompany Slide: This is an interesting topic to talk about international populations and the changes in their economy. In the U.S. we see changes in income and spending and spending patterns
  • Notes to Accompany Slide: Environmental sustainability are strategies that create an economy that the planet can support indefinitely
  • Notes to Accompany Slide: Table 3.3 in the text covers many legal issues concerning marketing. In general there is a trend toward increasing legislation and changing government agency enforcement.
  • Lse2 armstrong mai10e-ppt_dynamic_03

    1. 1. Analyzing the Marketing Environment 2
    2. 2. Actors in the Microenvironment
    3. 3. The Company Top Management R&D Finance Purchasing Operations Accounting
    4. 4. Supplier <ul><li>Suppliers are critical in the customer value delivery system </li></ul>
    5. 5. Marketing Intermediaries
    6. 6. Competitors
    7. 7. Publics <ul><li>Publics are any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objective </li></ul>
    8. 8. Customers
    9. 9. The Company’s Macroenvironment
    10. 10. Demographic Environment <ul><li>Demography is the study of human populations </li></ul><ul><li>in terms of size, </li></ul><ul><li>density, location, </li></ul><ul><li>age, gender, race, </li></ul><ul><li>occupation, and </li></ul><ul><li>other statistics </li></ul>
    11. 11. Demographic Environment Changing Age Structure
    12. 12. Demographic Environment Changes in the U.S.
    13. 13. Demographic Environment Changes in the U.S.
    14. 14. Demographic Environment Changes in the U.S.
    15. 15. Demographic Environment Changes in the U.S.
    16. 16. Economic Environment <ul><li>The economic environment consists of factors that affect consumer purchasing power and spending patterns </li></ul>
    17. 17. Natural Environment
    18. 18. Technological Environment <ul><li>The technological environment includes forces that create </li></ul><ul><li>new </li></ul><ul><li>technologies </li></ul><ul><li>creating </li></ul><ul><li>new product </li></ul><ul><li>and market </li></ul><ul><li>opportunities </li></ul>
    19. 19. Political and Social Environment
    20. 20. Cultural Environment <ul><li>The Cultural Environment is made up of </li></ul><ul><li>institutions and </li></ul><ul><li>other forces that </li></ul><ul><li>affect a society’s </li></ul><ul><li>basic values, </li></ul><ul><li>perceptions, </li></ul><ul><li>preferences, and </li></ul><ul><li>behaviors. </li></ul>
    21. 21. Cultural environment People’s views of: